Abstract: This paper discusses the emotion of color, and exemplifies the application of product color emotion from three aspects: product color and target consumer group, product color and function, product color and environment.
Keywords: Color, Emotion, Product Color, The world we live in is a colorful world. Colors are ubiquitous in nature and human society. Color is the most sensitive visual information symbol for human visual stimuli. According to research, attention to color accounts for 80% of human vision, while attention to shape only accounts for 20%. Color, as the most prominent appearance feature of a commodity, can first arouse the attention of consumers. Through color emotions, consumers can feel a particular emotion and realize the deep intentions that color conveys.
First, the color of the emotions The ancients believed that Gao Ming's artistic creations could “accept the colors, capture people, express emotions, and express freedom.†This explains the role of color. Color can attract people's attention, and colors can grab people's hearts. The psychological influence and emotional symbolism of color are not the product of any subjective fabrication, but the accumulation of experience and habits that people use to understand and use color for a long time. It is the actual existence that people can feel with normal vision and ordinary common sense. Although the color perception varies from person to person, in general, there is a basic tendency that reflects consumer psychology. The emotion of color is subtle and abstract, so it can arouse the resonance of the viewer.
Color has no destined emotional content, but can cause psychological activity. When people accept the stimulation of the outside light, they often accompany various other non-color sensations at the same time as the visual formation of color. This phenomenon is the common sense of color. The common sense of color is very extensive and it is very full. Common sense of color, sense of distance, sense of severity, strength and weakness, and taste or smell. The stimulation of color to human beings is a physical phenomenon, but people can feel its emotions. This is because when the accumulation of visual experience in long-term life echoes with external color stimulation, it will resonate in human psychology, causing Some emotions. However, all perceptual experiences are not isolated and mechanically recorded in the mind. It is the overall understanding that is gradually formed in the mind through the complex processing of the storage, transformation, and analysis of external information. It is not only related to partial experience. , but also with the overall awareness of the role.
The effect of color on people is enormous. The use of color to strengthen or weaken people's psychological appeal and aesthetic practices can be seen everywhere. Internal factors are decisive and trade-offs because of external factors. People have a strong sense of color, making the function of color significant subjective. Color can meet the requirements of people's material life and spiritual life. It has the functions of communicating people and things, transmitting information, influencing people's psychology, expressing feelings, and enjoying life.
Picasso said that color and form are the same as our emotions. Color is the most expressive artistic language. It can cause different feelings and associations of consumers and produce different emotions. The understanding of color constitutes the nature of an emotional activity, and its value role can be commented on. For example, red makes people feel hot, excited, and passionate, and creates intense emotions; blue has a profound feeling of coldness, which causes calm and calm feelings.
As a design language, color is a profound and extensive expression in the field of product design. It has more visual impact than modeling. In product color design, clever use of color emotion laws, give full play to the hinting effect of color, can arouse consumers' extensive attention and interest. In the face of the enlightening color language and image, consumers will have a variety of associations and imaginations. Based on this feeling and understanding, they will present a positive and active psychological activity for understanding commodities.
Second, the application of color emotion in product design
The various emotional effects produced by the form and color of the product in the consumer field directly or indirectly affect the consumer's buying mood. The color first reverberates directly with the consumer through visual senses. Emotional psychological experiments show that: “When people assess perceived objects as beneficial, they produce a close experience and relative physiological changes; when people assess perceived objects as harmful, they experience a back-off experience and corresponding physiological changes. ."
The color of the product is the most influential artistic factor in the design. As the symbol of the emotion, when the color acts on the person, there will be two kinds of emotions to echo, one is the emotion mainly produced by the physiological needs of the human, It comes down to feelings of affect; the other is the emotions that are mainly generated by the needs of psychological consciousness, and they are attributed to high-level emotions. Colors produce various visual effects through the conversion of human physiological and psychological emotions, and are called affective color effects. In the color design of products, we must grasp this element of color emotion in order to make products more attractive.
1. Product color emotion and target consumer group
When designing a product for color, the primary issue is to understand the design orientation of the product, which is its target consumer group, that is, who the product wants to attract. In this way, designers can carry out color design in a targeted manner and adopt different colors for different age, gender, and professional consumer groups to meet their needs.
Children are naturally lively, carefree, and simple in thinking. They prefer colors of high purity and high brightness. Such bright and bright yellow tone, youthful natural green tone, lively and healthy red tone are all suitable for children's products. Young people are astute, open-minded, active, and good at innovation. They dare to make a difference and they have a high demand for the aesthetic value of color. Middle-aged people tend to mature in various aspects, the aesthetic psychology tends to be implicit, shopping shows a certain degree of habit and rationality, they are more inclined to elegant, quiet, plain colors. The elderly prefer the comfortable, dignified, generous blue and grey series. There is also a big difference in the color preference between men and women. Women prefer warm warm colors, while the steady cool color system better reflects the characteristics of men.
2. Product color emotion and function
The function of the product is the prerequisite for the existence of the product. The communication of product functions is not about filling the hunger. Instead, it is achieved through a combination of sense symbols based on the sense of propriety. Color is only a visual symbol and does not directly convey the function of this reality. The visual language of color should be to help convey its function and should not be contrary to the function's communication. This is the functional principle that we should consider when we carry out product color design, so that the product's color emotion is consistent with its function. Just as someone has done such an experiment, the same coffee is filled with coffee cups of different colors. Most people think that the coffee in red coffee cups is more pure. This is the use of visual language to increase the communication of taste. Green is most suitable for the human visual nerve and is the ideal color for visual regulation and rest. In order to avoid eyestrain during operation in the factory, many working machines use green. For example, fans, no matter how good their function, if you use the hot red fire engine, people may be difficult to accept, this is why fans often use cool colors or cool bright colors. Similarly, a reflective infrared heater that resembles an electric fan cannot use the same cool colors as the electric fan. Instead, it uses the visual language of warm red to help convey the function of the skin. Another example is that modern kitchen appliances use mostly white, rather than white, colors, which can make people feel clean and hygienic, and avoid people from thinking about hospitals and wards, creating a feeling of overcoolness.
3. Product color emotion and environment
The place where the product needs to be placed and used is an environment, so the color of the product has an inseparable relationship with the environment. For example, household products are devices in the home environment, which need to be coordinated with the home environment. The office equipment needs to adapt to the color of the office environment, and the design of transportation should take into account the outdoor environment. Therefore, the relationship between the environment and the environment must be taken into consideration when planning the color of the product.
In the 1970s, the American Family Women’s Association had publicly protested strongly to American home appliance manufacturers on the grounds that home appliance manufacturers designed the vacuum cleaner's colors to be too bright (especially red). They think: The family should first have a quiet environment. If a red vacuum cleaner is used in a comfortable environment, it is like having a firetruck running around and creating a sense of insecurity for the user. On the damage. Finally, the electrical appliance manufacturers adopted the opinions of housewives and changed the color of vacuum cleaners to soft colors such as beige, light gray, and pale camel, which opened the way to success.
In a fresh meat shop in Japan, because the inner wall is colored pink, the meat is more fresh and the business is booming. Orange can produce energy and induce appetite, so orange can be used as a restaurant to increase the appetite of customers. For kitchen appliances in modern household appliances, we should consider its use environment. The kitchen is the place where household food is hot-processed, so it is the hottest space in the home environment. Its color must not only show cleanliness and hygiene, but also give people who work in a hot environment a cool, cool feeling. Another example is a large passenger car driving on a small street, so it is not appropriate to use high-purity colors to avoid intimidating and oppressive people in the surrounding normal activities.
In addition, we also pay attention to the use of office furniture. The office furniture is not a specific individual. It is an important part of the office space. It is to reduce user fatigue, improve the working environment and improve workers. Efficiency and even job desire are the main goals. The studios engaged in research and development work are focused, efficient, meticulous, and calm. They are the main requirements. In the use of color, the composition of cool colors can be appropriately increased. The conference room or reception room does not generally handle daily affairs. It is a place for common research and seeking common ground while reserving differences. Therefore, it is better to use warm colors, which can increase the indoor harmonious atmosphere.
Conclusion
In the appreciation of the product color, although the emotional activities are guided, but the consumer's own occupation, social background, country and individual emotional conditions also play a certain role. People of different nationalities, countries, regions, and eras have different understandings, associations, and likes and dislikes of colors. They are all crucial to the aesthetic experience and experience of color. The communication and performance of the product's color emotions require the designer to carry out color design on the basis of the study of color emotions on the basis of familiarity with commodities and consumption. While using color, we must understand and be familiar with the needs and special taboos of various consumer objects in order to produce positive communication effects. The pace of life is accelerating, and people are more concerned about emotional needs and spiritual solace. For designers, product design has always been a "people-oriented" design, which requires designers to meet people's inner feelings as an important factor in design, and in product design.
Ge Lu Zhengzhou Institute of Aeronautical Industry Management Yang Junshun Design Institute, Shaanxi University of Science and Technology Li Quanqing Zhengzhou Institute of Aeronautical Industry Management
Source: "Decoration"